National Assessment Governing Board

Showcasing “The Nation’s Report Card”

Award Winner

Overview

In October 2017, The Hatcher Group was hired by the National Assessment Governing Board as its lead communications consultant. The Governing Board is a federal agency that oversees and releases the results of the National Assessment of Educational Progress (NAEP)  known as The Nation’s Report Card and administered by the U.S. Department of Education. These results are the longest-running indicator of how U.S. students are doing in core academic subjects. With state and local assessments of K-12 students in transition, the information NAEP provides on U.S. students’ academic performance is more important than ever. 

Capabilities

Earned Media

Strategic Communications

Strategic Events

Digital Engagement

Creative

Multimedia Production

Website UI/UX

Strategy

Hatcher supports the Governing Board’s strategic vision of making scores and other relevant data gathered by NAEP more visible, better understood, and more useful to core audiences and partners. 

The relationship between Hatcher and the Governing Board has been collaborative and creative. Hatcher has become a trusted partner that not only develops material but also provides strategic counsel in challenging situations. 

Events

We showcase new Report Cards at major national release events. These live events take place in either Washington, D.C., or in communities selected for their relevance to the topic, such as a recent event on technology and engineering results held in Raleigh, part of North Carolina’s Research Triangle. Our approach to event presentations, panels, and videos involves showing students learning NAEP content in exciting ways. We also provide expert support for virtual events. 

Case Studies

We highlight the progress states have made in NAEP over time in a series of case studies. Our case studies show how states with improving NAEP scores have taken NAEP into account in planning improvement efforts and to inform state assessment policy. These case studies have earned media coverage and positive response from stakeholders and partners. 

Social Media

We keep NAEP in the national conversation through social media. We have increased the number and frequency of posts, expanded engagement with targeted audiences and partners, and added graphics and short videos highlighting results and information gleaned from the assessments. 

Design and Multimedia

We design and develop compelling graphics and videos that bring NAEP content to life, including social media graphics, event materials, and videos that highlight the importance of NAEP subjects. For instance, one recent video showed how students at a North Carolina middle school use technology to problem-solve. 

Our Impact

  • Hatcher increased Twitter engagement by 598%, the number of Twitter followers by 27%, the number of retweets by 268%, and the number of Facebook fans by nearly 10%. 
  • Hatcher redesigned the Governing Board newsletter and began sending it out in December 2017. The newsletter is sent to approximately 7,900 people monthly. 
  • Hatcher produced a widely viewed video to highlight data on students’ reading scores and attitudes toward reading. The video combined student commentary with graphics showing key data. 
  • Participation in live events reached record numbers. For NAEP Day on April 10, 2018:
    • 175 people attended the morning release, and 100 people attended the afternoon release. 
    • 653 people viewed the release webcasts. 
    • Nearly 3,000 people tweeted more than 5,000 times.  
    • #NAEPDay trended in D.C., and #NAEP trended nationally.